The Gen Z Playbook: Winning the Next Generation of Consumers

Gen Z isn’t your average generation—they’re rewriting the rulebook. They now account for around 30% of the population and are expected to make up 27% of the workforce by 2025. Newsflash: They’ve grown up. The youngest of the lot are now in their teen years, they have disposable income, and they’re already shaping the future of consumer culture. If you’re not considering Gen Z in your strategy right now, you probably should be.

But what makes marketing to Gen Z different from past generations?

This generation is growing up with completely different priorities. They don’t just want to be consumers of a brand—they want to be part of a community. For Gen Z, actually trusting the brand they consume is invaluable. They expect brands to be socially responsible, transparent, and purpose-driven. They don’t care whether you’re a big corporation or a small business—the rules are the same. Play by them or risk facing their ultimate weapon: cancel power. One wrong move followed by an even worse attempt at recovery*, and you get (whispers) “cancelled.”

Marketing to Gen Z isn’t about using trendy visuals or the latest slang (please, stop saying “lit”; we can tell you Googled “Gen Z slang”). This generation cares about brands that align with their values. So, here’s the rundown:

Social consciousness is crucial.

They’re passionate about driving social change for the greater good. They understand the importance of group and community, and they expect the same from the brands they support. Companies that demonstrate sustainability, diversity, and good ethics earn their loyalty.

Authenticity is non-negotiable.

There’s no doubt aesthetics are important, but Gen Z draws a line between looking polished and looking too perfect. Authenticity fosters trust and credibility, so with this generation, unfiltered and real is the way to go.

Socials can’t be half-hearted.

They’re digital natives. Their phones aren’t just an extension of their limbs—they’re an extension of their identity. Social media is not only their source of entertainment but also their social hub, learning platform, and news source. The copy-and-paste method doesn’t work here. They go to different platforms for different reasons, so don’t interrupt their scrolling experience—aim to be part of it.

Keep it short.

Let’s be real—if they blink, they’ll miss it. Short-form videos and bite-sized captions work best. Get to the point and make it engaging. Memes, skits, and interactive content are favourites. If you can make them laugh or feel something, you’ve won half the battle.

In case of emergency:

They aren’t monsters, and they know people make mistakes. But one tone-deaf campaign and a weak apology, and Gen Z won’t hesitate to hit unfollow. Transparency is everything. They hold brands accountable, so you have to be proactive. Own up to missteps, listen, and take in the feedback instead of delivering a PR-scripted response.

Connection is key. Gen Z needs to feel a real relationship with a brand. Be engaging, be different, and above all, be real. Brands that listen, adapt, and genuinely connect won’t just win their wallets—they’ll win their hearts.